Psychological Ownership and Stewardship of Nonprofit Organization
Student Presenter(s): Germaine Nishimirwe
Faculty Mentor: Colleen Kirk
Department: Management
School/College: School of management, Long Island
Working with Custom Collaborative, a nonprofit organization based in New York that organizes programs to train and support women from low-income and immigration communities to launch fashion careers and businesses, a method to influence "psychological ownership" towards their potential donors for the spring donation campaign was implemented. Running AB Testing, two different newsletters are to be sent out to two different groups of donors throughout the campaign. One group receives newsletters with words such as Donate to YOUR Custom Collaborative tailored to trigger the feeling of ownership towards the nonprofit while another group receives newsletters with simple messages encouraging donors to donate to Custom Collaborative as usually done every campaigning season.
The expected results are an increase in clicks on the emails and an increase in donations from the group that is receiving encoded newsletters.